──Mr. Yamada, your story is a bit niche.

October 2023. Web Dentsu Inc. marks its 10th anniversary since launch. We'd like to create a special "serialized feature" to celebrate this milestone. We arrived at the theme of "10" people, "10" perspectives, wondering if we could offer wonderful content under this concept. If we were to put it grandly, perhaps it could be called diversity.

When we want to lose ourselves in thought or try to squeeze out ideas, we need our own unique "companions" (indispensable items). For the great detective Sherlock Holmes, these might be his beloved "pipe" and "violin."

This series invites various individuals to share their own "personal companions for thought." We hope you'll enjoy discovering their unexpected sides while pondering "thoughts about thinking."

(Web Dentsu Inc. News Editorial Department)

Our first guest is Mr. Takeo Yamada (Dentsu Inc. 1CRP Bureau)

──Mr. Yamada, you're well-known for your popular "Guruguru Thinking" column, also serialized in Web Dentsu Inc. News.

Yamada: I don't know about popularity, but as I kept circling and circling my thoughts, I realized it had become a series spanning nearly 10 years, with over 180 installments. This is all thanks to our readers who take the time to read each one, despite their busy schedules.

──As a reader myself, I find something new every time. I think it's truly remarkable to be able to think in such a circular, persistent way.

Yamada: Just to confirm—may I take that as a compliment?

──Absolutely!

Back issues of Mr. Takao Yamada's serialized column can be found here.
 

Mr. Yamada is involved in a new service called "Indwelling Creators." "Indwelling" means "to reside within." Experienced Dentsu Inc. creators reside within the client's premises for contracted hours, activating the team's creative power. The aim is to foster a culture where innovation occurs spontaneously and sustainably.

──Reading your columns (including your books), I feel they stand apart from typical "know-how books" or "how-to guides." They have a sense of "This is how I see it, but what do you think? How do you feel about it?"...

Yamada: That's wonderful to hear. Honestly, I wonder if there really is a "how-to" that lets anyone easily find the "right answer" in business. I don't want it to be that kind of "know-how column." On the other hand, business that utilizes both science and art ultimately cannot escape the profound theme of "What is a human being?" Given that, I write with the feeling that the only way to approach that truth is through "dialogue."

──At the end of each column, a dish appears, accompanied by the message "Enjoy!" That's very Yamada-like.

Yamada: To be serious, I write about food because I believe dialogue can't begin unless I openly share my own humanity. I introduce things I genuinely found delicious, but as for the food I cook myself... well, I'll just say "It was nothing special" (laughs).

"Companions for Thought" requires encounters with diverse values. (Sōo Yamada)

──Before we get into specific examples of "companions for thought," if such companions exist for you, Mr. Yamada, what exactly are they?

Yamada: First, let me clarify what "thought" itself means. This might get a bit theoretical...

──I'm prepared (laughs).

Yamada: I believe "thinking" broadly falls into two categories. One is "logical thinking," necessary for seeking the "correct answer." It's an approach that advances thinking in a linear, thorough, and scientifically sound manner, without gaps or duplication. The other is "creative thinking," necessary for arriving at those "aha!" moments of insight. "Circular Thinking" is a model that explains this; instead of thinking correctly in one direction, it involves repeatedly "going back and forth."

──Yes.

Yamada: And the moment when you need a "companion" for that thinking is when things stop progressing smoothly, regardless of whether it's logical or creative thinking. It's when your thinking gets "lost," so to speak.

──I see, I see. That could also be called a "trigger" for organizing your thoughts.

Yamada: Exactly. Whether it's logical thinking or creative thinking, I believe that "trigger" – taking a step back to review where you are in the overall thought process – is crucial.

Mr. Takao Yamada: He spearheads projects ranging from advertising campaigns centered around ideas to TV program production and product/business development. His books, "The Idea Textbook: Dentsu Inc.'s Spiral Thinking" and "How to Create Concepts: Dentsu Inc.'s Approach to Idea Generation, Useful for Product Development" (both published by Asahi Shimbun Publications), have been translated for overseas markets. He is a part-time lecturer at Meiji Gakuin University (Business Administration) and a member of Dentsu Inc. Indwelling Creators.

What is Mr. Takao Yamada's "companion for thought"?

──Now, let's get to the main topic. Could you tell us about your specific "companion for thinking"?

Yamada: Honestly, I'm a bit embarrassed to say...

──Could it be...?

Yamada: Yes, Yuki Kudo. She's a singer and actress celebrating her 40th debut anniversary this year. As you in the editorial department know, I've been her "fan" for 40 years—what you'd call a "shishi" these days. This is just a small part of my collection.

──Calling this a small part is an understatement! I've known you since you were a new employee, and you've always been a fan, haven't you?

Yamada: What can I say? Especially "Ms. Kudo Yuki's singing voice"—it's something I want to have nearby when I'm thinking about things.

──I see. But I'm not quite getting the feeling of your favorite woman being a "companion for your thoughts"...

Yamada: I figured you'd ask that, so I've been thinking it through.

──Please explain.

Yamada: For me, there seem to be two main reasons Kudo-san becomes a "companion for my thoughts." One is "refreshment." Just hearing Kudo-san's singing voice takes me back to my junior high and high school days chasing her around events at department stores and record shops, and then to my college and new employee days. It gives me energy, and at the same time, it helps me calm down a bit and regain perspective. By the way, what about Kudo-san's songs?

──Unfortunately... I only have vague memories.

Yamada: I really want you to listen to her at least once. Her unique voice—slightly husky, rich, and deep—has a theatrical quality that suddenly transports you to "another world." Among the recent covers I've heard, her renditions of her father, Izawa Hachiro's "Ah, Ueno Station" and "Full Moon over the North Sea," as well as her cover of Bette Midler's "Wind Beneath My Wings," are particularly good. And just between us, there's a rumor that a highly anticipated new song will be released to mark her 40th anniversary...

—I see, I see. I understand perfectly your passionate feeling that she, especially her captivating voice, is a one-of-a-kind presence that gives you a chance to "refresh." On that note, about another reason she becomes a "companion for thought"...

Yamada: My apologies. I'll keep it cool from here on out (laughs). Her other charm lies in how she reminds me of the "various values" I've encountered throughout my life.

──What do you mean by "various values"?

Yamada: Kudo-san has given me many different kinds of inspiration over the years. Early in my fan life, when she debuted as an idol at Yakult Hall, she spoke about "bullying." There were also stories about "family conflicts and bonds." She seemed like the type who stubbornly sticks to her convictions, regardless of what others think. I also sensed a kind of "stagnation" when her hard-won starring film, "Typhoon Club," struggled to get released. Ms. Kudo is passionate about volunteering, took on international challenges starting with Jim Jarmusch's Mystery Train, meticulously DIYs her home in Shizuoka, excels at building trust with animals like her dogs, recently took up mountain climbing, and has deep knowledge of food, growing vegetables, rice, and even making sake using natural farming methods.

──Each of these things links to Yamada-san's life.

Yamada: What I mean is this. While Ms. Kudo's passion for so many things is incredibly appealing, I think it's also good that her values aren't necessarily the same as mine. For these past 40 years, I've constantly thought, "She's such an unusual person," or been surprised by her perspectives – it's been a continuous stream of "Wow, she thinks that way!"

──So you're not saying you're "infatuated" with Yuki Kudo?

Yamada: Hmm, that's tricky. I definitely love her as a fan. Of course, I empathize with her sometimes, but honestly, the differences between us are what make it fun. For example, she absolutely loves dogs, but I'm simply scared of them and can't even touch one. That's precisely why, when I try to engage in "creative thinking" to come up with ideas, the fantasy of "How would Kudo Yuki think about this?" often becomes the breakthrough.

──Come to think of it, lately I've noticed fewer chances to have "pointless chatter" with colleagues. Back in the day, planning meetings were practically all "pointless chatter," yet strangely enough, that's often where ideas would spark or come together. Maybe that "pointless chatter" was actually a place to encounter "diverse perspectives."

Yamada: I get it, I get it. As I wrote in my column, modern business tries to scientifically manage everything perfectly, which ironically leads to inefficiency or even "impossibility." That approach is necessary, but separate from it, the world of "pointless chatter" – or rather, the process of seriously clashing subjectivities – is also indispensable.

──This is getting a bit deep (laughs). So essentially, having a "companion for thought" like Yuki Kudo helps expand your thinking in ways you couldn't even imagine, right?

Yamada: If I were to put it bluntly, that's exactly what it is.

──Well, that was a bit of a stretch, wasn't it? (wry smile)

Yamada: Somehow, today's conversation ended up being quite personal and niche.

──Not at all. The theme of this series, "companions for thought," is inherently a very personal topic, so it was fitting for the first installment. Thank you for today. It was enjoyable.

Yamada: The pleasure was all mine. If you get the chance, please listen to Yuki Kudo's singing!

The 'Web Dentsu Inc. 10th Anniversary Project' series continues to be released. Please check it out.